Session 4 Business Buying Behavior

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　•  how business markets are different from consumer markets
　　•  why business demand is derived, largely inelastic, and more fluctuating.
　　•  how to treat business buyers who are better trained and more professional.
Essential Concepts
　　•  derived demand
　　•  the model of business buyer behavior
　　•  major influences on business buyers
　　•  major types of buying situation
　　•  eight stages of the business buying process
　　•  buying center and roles
Text Chapter and Supplementary Materials
　　Chapter 6，Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – e)
　　Issues for Discussion:
　　1. Why is relationship marketing more important to the B2B than to the B2C players?
　　2. What’s the business model of Alibaba.com?
　　3. How come Alibaba has succeeded in its e-hub?
Case Analysis:
　　《西斯尔石膏板厂》（《当代营销学案例集》）

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